Loom
AI-powered async video messaging platform for screen and camera recording enabling teams to communicate through quick shareable video messages
About
Loom is a leading asynchronous video communication platform that enables teams to record their screen, camera, or both, and instantly share videos via a link. Originally founded in 2015 and acquired by Atlassian for $975 million in 2023, Loom has become a mainstream tool with over 18 million users across 350,000+ businesses. The platform combines AI-powered features like auto-generated titles, summaries, and transcriptions with simple recording capabilities to help remote and distributed teams reduce meetings and communicate more effectively. With 7+ million recordings created monthly, Loom serves sales teams, customer success, engineering, product management, and leadership across organizations of all sizes. The platform integrates deeply with Atlassian's suite (Jira, Confluence) and other tools like Slack, Gmail, and Asana.
Business Intelligence
Company
Atlassian
Market Recognition
MainstreamHousehold name
Momentum
GrowingCompany Information
Founded
2015
Tool Launched
2016
Status
AcquiredParent Company
Atlassian
Headquarters
San Francisco, California (Remote-first)
Employees
201-500
Acquired
2023-11-30
Cost Analysis
Individual
$$
Free (limited) to $20/month for Business+AI
SMB (10-50 users)
$$
$625-1000/month for 50 users on Business plan
Mid-Market (50-500 users)
$$$
$3,125-5,000/month for 250 users, higher with AI tier
Enterprise (500+ users)
$$$
$75K+/year for 500+ users with Enterprise features
ℹ️ Pricing Notes
Per-user pricing with significant volume discounts available (40-55% off list for large deployments per Vendr data). Business plan $12.50-15/user/month annually. Business+AI adds $8/month premium but often negotiable to lower effective cost. Free tier aggressively limited (5 min, 25 videos) to drive upgrades. No forced annual contracts for smaller teams. Enterprise pricing custom but includes Atlassian Guard security. Atlassian bundling opportunities for existing customers. Watch for post-acquisition price increases - already raised 20% on some tiers since acquisition.
Market Position
Estimated Users
10M-50MMarket Position
Major PlayerTarget Markets
Primary Competitors
Financial
Funding Stage
AcquiredLatest Funding
$975M acquisition by Atlassian
Funding Date
2023-11-30
Est. Revenue
$50M-$100MCustomer Sentiment & Momentum
Customer Sentiment
PositiveSentiment Notes
Generally positive sentiment for ease of use and async communication benefits. Users praise quick sharing, AI features, and time savings. Common complaints include free plan limitations (5-min cap), limited editing capabilities vs competitors, occasional bugs, and customer support issues. Post-Atlassian acquisition concerns about pricing increases and feature bundling.
Momentum Analysis
Growing steadily with 7M+ recordings monthly. Atlassian acquisition (Nov 2023) brought massive distribution advantage through Jira/Confluence integration but also pricing concerns. Adding meeting recording via Rewatch integration (2024) expanding use cases. Competition intensifying from specialized players like Vidyard (sales) and Claap (meetings). Core async video messaging category maturing but still expanding as remote work normalizes.
Competitive Intelligence
Key Differentiators
- ✨Mainstream adoption with 18M+ users
- ✨Deep Atlassian ecosystem integration (Jira, Confluence)
- ✨AI-powered features for auto-titling, summaries, transcription in 50+ languages
- ✨Simple one-click recording and instant sharing
- ✨Chrome extension, desktop, and mobile apps
- ✨Strong async communication focus
- ✨Meeting assistant integration via Rewatch acquisition
Strengths
- ✓Market-leading user base and brand recognition
- ✓Extremely easy to use with minimal learning curve
- ✓Fast sharing via instant links
- ✓Strong integrations with popular tools
- ✓AI features save significant time on post-production
- ✓Free tier allows testing before upgrade
- ✓Cloud storage eliminates local file management
Weaknesses
- ⚠Limited video editing capabilities compared to competitors
- ⚠Free plan restrictions force upgrades (5 min, 25 videos)
- ⚠Occasional technical glitches with recordings
- ⚠Customer support reported as lacking
- ⚠Pricing increased post-acquisition
- ⚠No advanced customization or branding on lower tiers
- ⚠Basic analytics compared to sales-focused alternatives
Market Threats
Intensifying competition from specialized players (Vidyard, Claap, Tella) with superior features in specific use cases; AI transcription and summarization becoming commoditized - harder to differentiate; Atlassian bundling could alienate standalone customers; ClickUp and other productivity platforms adding built-in video recording; Customer support reputation issues driving churn; Free alternatives (ScreenRec, OBS) good enough for basic needs; Browser-native recording capabilities reducing need for extensions; Privacy and security concerns with video data; Economic downturn reducing budgets for collaboration tools
Growth Opportunities
Deeper AI-powered video intelligence and search across organizational video libraries; Enhanced editing capabilities to compete with content-focused alternatives; Meeting intelligence expansion through Rewatch integration; Industry-specific workflows (sales, customer success, education); Mobile app improvements for on-the-go recording; Advanced analytics and engagement metrics for business users; Video CMS capabilities for enterprise content management; API and developer platform for custom integrations; Vertical market penetration (healthcare, education, legal with compliance features)
Analyst Insights
Summary
Loom established itself as the leading async video messaging platform during the remote work boom, achieving mainstream adoption with 18M+ users. The $975M Atlassian acquisition in 2023 positioned it for deep enterprise integration with Jira and Confluence, creating powerful workflows for technical and product teams. However, this also introduced pricing uncertainty and bundling complexity. The platform excels at simple, fast video creation with strong AI enhancements (transcription, auto-titling, filler removal), making it ideal for quick documentation, demos, and team updates. Market dynamics shifting as competition intensifies from specialized alternatives - Vidyard for sales, Claap for meetings, Tella for content creation. Loom's broad horizontal approach and Atlassian distribution remain strong advantages, but limited editing capabilities and customer support issues create openings for competitors. The 2024 Rewatch acquisition adds meeting recording, expanding beyond screen recording into fuller video intelligence. Overall strong market position but facing pressure to innovate beyond basic recording as category matures and AI features commoditize.
Strategic Notes
Loom sits at the intersection of communication, documentation, and workflow automation. The Atlassian ownership creates unique enterprise value through native Jira/Confluence integration that competitors can't match. Key strategic considerations: (1) Watch for Atlassian bundling strategies that could make standalone purchases less attractive; (2) AI features (transcription, summaries) becoming table stakes across category - differentiation moving to workflow integration and intelligence; (3) Meeting recording via Rewatch competing directly with Otter, Fireflies, Grain in different segment; (4) For SMB/individual buyers, evaluate against specialized alternatives with better editing (Tella) or sales features (Vidyard); (5) For enterprises already on Atlassian, Loom integration value is substantial for engineering/product workflows; (6) Consider free/cheaper alternatives for basic recording needs - Loom's premium is for AI features and ecosystem integration.
Our Take
"Mainstream async video tool that became essential during remote work shift. Atlassian acquisition brings deep integration with Jira/Confluence but also pricing concerns. Strong for quick communication and documentation but limited editing vs competitors. AI features are solid time-savers. Free tier limitations push upgrades aggressively."
Key Features
- ✓Screen and camera recording
- ✓AI-powered transcription in 50+ languages
- ✓Auto-generated titles summaries and chapters
- ✓Filler word and silence removal
- ✓Edit by transcript
- ✓Meeting notes and action items
- ✓Chrome extension desktop and mobile apps
- ✓Custom branding
- ✓Video analytics and viewer insights
- ✓Emoji reactions and comments
- ✓Integration with Jira Confluence Slack Gmail
- ✓Password protection and privacy controls
- ✓Team workspaces and libraries
- ✓Screenshot tool with annotations
- ✓AI workflows to create documents and bug reports
Use Cases
- →Async team communication and updates
- →Sales demos and personalized outreach
- →Customer support tutorials and walkthroughs
- →Bug reporting with visual context
- →Product demos and feature announcements
- →Engineering documentation and code reviews
- →Training and onboarding new employees
- →Meeting recaps and summaries
- →Feedback and design reviews
- →Remote team collaboration across time zones
Integrations
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